Managing the Cultural Business: Avoiding Mistakes, Finding Success
About this ebook
This book starts by looking at the evolution of competition in those industries. Several new and challenging drivers shape the competitive environments of arts and cultural organizations. A customer-centric approach helps in identifying ten crucial managerial processes in which strategic mistakes are commonly made. This book proposes a revised managerial vision of the key processes that constitute every arts and cultural organization. Each chapter offers an innovative analysis of a classic managerial problem, describing popular mistakes and providing case-based insights derived from real world important examples. Specifically, each chapter elaborates on two illuminating examples, one of which is always chosen among the Italian arts and cultural organizations, thus belonging to the world’s leading cultural sector.
Speaking to current and student arts managers, this insightful book channels national and supranational cultural heritage to provide essential reading for managers of present and future arts and cultural organizations.
About the author
Michela Addis is Professor of Marketing at the UniversitĂ di Roma Tre, Italy. She is the author of Engaging Brands, published by Routledge in 2020.
Andrea Rurale is SDA Bocconi Professor of Marketing at Bocconi University, Italy. Andrea is Director of the Master in Arts Management and Administration at SDA Bocconi and leads the Art and Culture Knowledge Centre. He is the President of FAI Lombardia (Fondo Ambiente Italiano) and the President of Conservatory of Music in Cremona.
